SnagIt 10

After looking @ The Package Knowledge Base and Snagit documentation i created a TRANSFORM with TSC_SOFTWARE_KEY. After installation i get a screen "Snagit Message Center" asking for a key. I then tried installing just vendor msi with passing a key on the cmd. "msiexec /i snagit.msi TSC_SOFTWARE_KEY=...................................."

And getting same prompt for a key again.
Also i can see that key must be in the HKEY_LOCAL_MACHINE\SOFTWARE\TechSmith\SnagIt\10]
"RegistrationKey"="INSERT-YOUR-KEY-HERE-XXXXX"

But its not getting there until i enter a key manually.

Am i using a wrong property? Has anyone created a TRANSFORM for snagit?